Editor's note: Kelley Styring is the founder and principal researcher at InsightFarm Inc.
InsightFarm Inc. has a strong legacy of qualitative research and reporting for our clients. We bring strategic approaches and points of view, leading to next-generation innovations and business successes. One way we do this, year-over-year, is by delving into the latest technology through our own investment. We call these InsightFarm Learning Journeys. This year’s journey has been using AI for qualitative analysis.
- We do use AI to pressure-test our hypotheses and identify areas for further exploration.
- We don’t use AI as a substitute for our own analysis or as a shortcut to quick findings. It’s all about co-creation!
Jump-start any analysis and take your learning to the next level!
Analysis planning: Prompt the AI to tell you the questions it would ask!
Example: “Act like a market researcher (or product innovator), what prompts would you ask this data set?”
Outcome: With prompts like this, you can add to your initial list of prompts for analysis.
Initial dig sites: Prompt the AI for 1) key themes and 2) sentiment, after you have your own themes identified.
Example: “What are the key themes in this data set? Provide examples and quotes.”
Example: “What are the positive and negative sentiments expressed? Provide examples and quotes.”
Outcome: Initial understanding and clues for where to dig deeper in your analysis.
Inspiring solutions: Prompt the AI for strategic solutions and use a persona to tailor the answers.
Example: “Act like a design engineer, industrial designer or product developer. Create five product-based solutions that would solve for key issues, themes, sentiments, in this data set.” Repeat, asking for eight solutions, and look for differences.
Outcome: Fresh ideas to inspire your own innovative thinking.
Starting here you can improvise and build more prompts as the responses roll in.
For more information on InsightFarm’s innovative approaches to traditional qualitative research and tech-forward options reach out directly to our founder and principal researcher: kelley.styring@insightfarm.com. Happy to discuss!
InsightFarm is a consumer strategy and market research consultancy helping clients find new opportunities for growth. Clients include a broad range of packaged goods, technology and outdoor-active products as well as many others. InsightFarm has been featured in USA Today, PBS, Advertising Age, Brandweek, Fortune, Good Morning America and ABC News.
